How do you use data and evidence to support your contract proposals?

1 Know your customer

The first step to using data and evidence effectively is to know your customer well. You need to understand their goals, challenges, budget, decision-making process, and key performance indicators. You also need to research their industry, competitors, and market trends. This will help you tailor your proposal to their specific situation and demonstrate how your solution can help them achieve their desired outcomes. You can use various sources of data, such as customer surveys, interviews, testimonials, case studies, reports, and analytics, to gather relevant information about your customer and their environment.

2 Align your value proposition

The next step is to align your value proposition with your customer's needs and expectations. Your value proposition is the unique benefit that your solution can provide to your customer, and it should be clear, concise, and compelling. You need to articulate how your solution can solve their problem, improve their situation, or create an opportunity for them. You also need to quantify the value of your solution in terms of cost savings, revenue growth, efficiency gains, quality improvements, or risk reductions. You can use data and evidence, such as benchmarks, projections, calculations, comparisons, or testimonials, to support your value proposition and show how your solution can deliver a positive return on investment.

3 Address potential objections

The third step is to address potential objections that your customer may have before they sign the contract. Objections are not necessarily a sign of rejection, but an opportunity to clarify doubts, overcome barriers, and build trust. You need to anticipate the common objections that your customer may have, such as price, quality, reliability, compatibility, or implementation, and prepare your responses in advance. You can use data and evidence, such as studies, reviews, certifications, warranties, or demonstrations, to counter the objections and show how your solution can meet or exceed their standards and expectations.

4 Provide social proof

The fourth step is to provide social proof that your solution has been successfully implemented and appreciated by other customers in similar situations. Social proof is the phenomenon where people tend to follow the actions or opinions of others, especially when they are uncertain or influenced by social norms. You can use social proof, such as testimonials, referrals, ratings, awards, or endorsements, to reinforce your credibility and reputation, and to persuade your customer that your solution is the best choice for them. You can also use data and evidence, such as statistics, results, or achievements, to showcase the positive impact that your solution has had on other customers and their businesses.

5 Highlight your competitive edge

The fifth step is to highlight your competitive edge over other alternatives that your customer may be considering. You need to differentiate your solution from the rest and show why it is superior and more valuable. You can use data and evidence, such as features, benefits, advantages, or guarantees, to emphasize how your solution can outperform or outlast the others, and how it can offer more benefits or less risks. You can also use data and evidence, such as market share, awards, or recognition, to establish your authority and leadership in the industry and to convince your customer that you are the best partner for them.

6 Call for action

The final step is to call for action and urge your customer to take the next step towards signing the contract. You need to create a sense of urgency and scarcity, and to motivate your customer to act now rather than later. You can use data and evidence, such as deadlines, incentives, discounts, or bonuses, to encourage your customer to make a decision quickly and to reward them for doing so. You can also use data and evidence, such as contracts, agreements, or terms and conditions, to reassure your customer that the deal is fair and transparent, and that they are protected and supported throughout the process.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?